The revamped Old Jameson Distillery will open in March 2017

The revamped Old Jameson Distillery will open in March 2017

Pernod Ricard's Irish unit is to invest EUR11m (US$12.3m) in the redevelopment of its Old Jameson Distillery in Dublin as it looks to capitalise on the growth of Irish whiskey. 

The facility, which Irish Distillers said attracts 600,000 visitors per year, will close at the end of the month and reopen in March 2017. The drinks company has contracted BRC Imagination Arts - the same experience design firm that worked on Diageo's Guinness Storehouse, also in Dublin. 

"As the renaissance of Irish whiskey continues at pace following incredible global growth over 25 years, we want to build on our efforts to share the story of Irish whiskey and Jameson around the world," said Jean-Christophe Coutures, chairman & CEO of Irish Distillers. "We've enlisted the world's best 'experience designers' and complemented that with a 100%-Irish contracting team who will work together to deliver on our vision."

The Old Jameson Distillery visitor experience opened in 1997. 

Yesterday, Pernod Ricard launched the first in a new series of Jameson whiskeys to the US. 

Expert analysis

Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends

Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends

The recent growth trajectory of non-Scotch whiskies shows no sign of waning in the 2015-20 period, with The IWSR predicting extra sales of some 74m cases over the period. Both US and Irish whiskey ben...read more